Sociocultural Conventions in Avatar-Mediated Nonverbal Communication: A Cross-Cultural Analysis of Virtual Proxemics

Abstract

We examined whether virtual worlds in which participants interact as avatars could be used as a novel instrument for cross-cultural and intercultural communication research. We explored differences between Asian and European cultures regarding their social spatial behavior (i.e., proxemics) in dyadic avatar interactions. Asian dyads interacted at larger distances than European dyads, which is consistent with the cross-cultural differences typically observed in face-to-face interactions. Mixed-culture dyads did not differ from the European dyads, indicating that Asians were more tolerant regarding the invasion of their personal (virtual) space. Since there is no culturally neutral physical environment, such intercultural interactions could not be studied in the physical world.